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The Value of a Registered User

We compared the behaviours of several million users in two groups: registered users vs. non-registered users to help quantify the impact a registered user has on KPIs like pageviews, return visits, and time spent.

Registered users view 7x more pages per week and generate 5x more return visits per week compared to non-registered users.

Here are the results:

Per User Per Week Sitewide Pageviews Return Visits Attention Time per Visit
Registered Users* 14.38 10.96 3.98
Non-Registered Users** 2.90 2.25 2.55
Lift
+395.28%
+387.54%
+55.87%

*Sample 45,000 unique registered users
**Sample 17.9M unique non-registered users

We also found that registered users spend 56% more time on site per week in comparison to non-registered users.

What’s more, over 80% of all user registration occurs on pages that feature on-site engagement tools and user-generated content.

Leveraging Engagement to Grow your Community

By increasing the number of on-site engagement opportunities, you increase the chances of user registration, while also increasing the value of registration to the user.  So, when your audience wants to join the community, interact with other users, share your content, or opt-in for alerts, take the opportunity to prompt a user to register and benefit from the audience insights registration provides.

Simplify Registration and Build Value

Remove any barriers by making sure the registration experience is not only frictionless but that there is a value exchange.

Provide the options for your users to login effortlessly with their social ID or email depending on their preference. You can also prompt users throughout their journey to complete their profile and provide additional information as their activity builds.

Ensure a registered user can access all features within your community, whether it’s commenting, liking, sharing, following, or accessing paywall content. For best results, it’s important to empower your users to participate with a single ID.

And of course, having access to your audience data is key to making informed decisions that will empower you to engage, discover, and grow your audience.

Looking to build and monetize a direct relationship with your audience? 
Contact us to connect with an Audience Development Strategist.

Bring Your A(nalytics)-Game with Viafoura Audience Insights

“Moment-based” metrics like unique users and pageviews fall short in measuring audience engagement.

Now, the rules of engagement and monetization are moving beyond moment-based metrics towards attention-based metrics.

This shift has brought analytics platforms to the forefront to navigate these deep waters.

What’s Trending in Analytics?

Editors and journalists are forced to use a smattering of tools to measure audience engagement, social engagement, and traffic metrics. The current analytics tools (like Google Analytics and Chartbeat) are good analytics tools to understand how your content is performing. But they aren’t enough when it comes to driving out actionable insights.

Why Don’t The Current Tools Cut It?

Here’s the problem: Current tools don’t integrate or have insights into each other’s data.
And in a busy, content-driven world where readers have more options available at their fingertips than ever before, these distinctions could be what’s holding you back from bringing your a-game.

Bring Your A(nalytics)-Game

But what if we told you, we’ve got you covered.

Viafoura Audience Insights, part of our Audience Development Platform, fills the gap where other analytical tools fall short. In fact, it’s the only real-time analytics product that uncovers the impact of on-site engagement on attention time and other important KPIs.

It’s our dedication to tell the complete story that sets us apart. Our integrated platform helps publishers measure the impact and optimize the performance of engagement tools.

How Audience Insights Works

Discover the Impact of Engagement on Attention Time

Attention time is a great indicator of the relevance of your content, as it rewards not just the volume of pageviews on your site today, but also the amount of time users spend engaged with your content.

We factor out the time they spend away from the keyboard, or tabbed away from the page, for the most accurate measurements of engagement.

Looking at attention time allows you to surface not just the story’s number of pageviews, but empowers you to action the stories that are most effective at capturing your audience.

It also provides insights on what traffic (sources) brings in new visitors who wouldn’t typically have come to the site. Leverage this data to build opportunities to convert users into loyal and returning visitors.

Tap into Your Demographics

Find out who’s spending the most time on your site. Understanding your audience demographics allows you to create engaging content for your readers and find relevant advertising that doesn’t feel forced and fits best.

Watch Your Stories Gain Traction in Real-Time

Audience Insights makes it easy to see in real-time what stories are gaining traction, what social networks are successful in driving readers to your site, and how this traffic directly impacts attention time and engagement.

Finally, you can close the loop and see the complete impact of social sharing!

Promote High-Potential Stories with Ease
Predict high-potential stories before they happen and long before they show up in your other dashboards.

Using unique indicators like commenting per minute and the handy historical performance on your content collected so far, you can make strategic decisions in real-time on what stories with potentially high engagement value to promote.

Generate & Download Reports in Seconds

Audience Insights helps compile and provide performance reports on specific sections and articles for a selected time period.

Reports can help you better understand your audience, confirm content and ads that will resonate the most with them, and drive the results you’re looking for.

Take Your Audience Engagement to The Next Level

These analytical tools are all wrapped up neatly in a single user-friendly dashboard, offering an at-a-glance view for publishers.

Capture the full story of engagement by leveraging Audience Insights to gain a top-level view as well as a more granular view of data for single pieces of content. Whether you want to segment your data by time, section, device, geography, or author, you can refine and reflect on these metrics that matter.

Are you ready to take your audience engagement to the next level?

Connect to discuss your Audience Development strategy and how Viafoura Audience Insights can help you bring on your A(nalytics)-game to engage, discover, and grow your audience.

Why Attention Time Matters for Digital Publishers

Up until recently, digital publishers relied heavily on metrics like pageviews and monthly uniques to measure reach, but the industry is shifting its focus beyond these moment-based metrics and zeroing in on time spent. Now buyers, sellers, and marketers are using “time spent” as a way to overcome viewability concerns.

Attention metrics are helping to shift the industry away from from clickbait, bots, and all the behaviours degrading the value of the web and in a move towards refocusing the development, measurement and monetization of quality content.

To turn things around, the industry is pushing the notion that the best indicator of content quality isn’t how many people see it, but how much time they spend with it. Enter “engaged time,” which publishers like The Financial Times and Say Media are now putting at the center of their value propositions to advertisers and users.

“Viewability doesn’t provide attention. The next step in the evolution of media buying is trading attention”
—Ashwin Sridhar

Other major digital publishers are also making the move to attention time metrics. The Economist recently announced their shift to attention-based ad sales — which closely followed in the footsteps of The Financial Times, which made the same move earlier in 2015. Other major publishers are using attention time-focused analytics to get a better grasp on the their content and audience engagement.

Not sure where to start when it comes to measuring engagement and attention? Here’s how attention time can be captured to arm publishers with actionable data to better inform decisions:

Avoiding the Pageview Trap

Publishers have traditionally leaned on analytics like pageviews, clicks, and unique visitors to measure the success of a piece of content. These “moment-based” metrics offer a brief snapshot of a user’s behaviour during a session on a publisher’s site. And because publishers are what they measure, the focus on these fleeting “moments” has driven down content quality in the unyielding quest for more traffic.

Harnessing a more impactful version of engagement and attention is top of mind as leading publishers look to move beyond moment-based, vanity metrics like clicks and pageviews. Just boosting traffic isn’t enough, because as we know, not all traffic converts. Which brings us to the Business Case for Engagement and attention time: Encouraging user interaction has a higher impact than traffic, and better converts passive content consumers into loyal users and paying subscribers, according to the MIT Sloan Management Review.

What is Attention Time?

“Viewability doesn’t provide attention. The next step in the evolution of media buying is trading attention,” Ashwin Sridhar, global head of digital products revenue at The Economist, told Digiday. This quote from Sridhar demonstrates the next step in the evolution of digital publishing metrics — and an industry shift to attention metrics. Attention time is a measure of the time an audience spends on-site, engaging with content (reading, sharing, liking, etc.) and interacting with the community built around the content.

With the average attention span now amounting to less than nine seconds (yes, even less than a goldfish), keeping the reader on the page is a major focus for all digital publishers. And many leading publishers are keeping their audience’s eyeballs on their content via strategic tactics to boost engagement, which increases a user’s time on-site and positively impacts a publisher’s CPM.

Attention time is a far more effective, in-depth method of measuring audience engagement. These metrics highlight broader trends and examine user sessions as a whole rather than focusing on a solitary moment (like when a user clicks a link or briefly visits a page before bouncing off the site altogether). Attention metrics help publishers dig deeper into what drives users to read an entire article and then move on to another. And with these insights, publishers can pour their time and efforts into creating high-quality content that draws users to a page and keeps them engaged.

But when we look at attention time from a practical perspective, how does it translate into something measurable?

Measuring Attention Time

Based on the definition digital publisher Upworthy offered in a recent blog post, attention time is an approach that truly measures audience satisfaction. Dubbed “attention minutes,” two of the primary metrics they use to track this include:

Tracking Attention Time

  1. Total attention time on-site: How long users spend engaging with content across their site.
  2. Total attention per piece: How long a user spent engaging with a singular piece of content.

Attention time encompasses all content experiences that keep your users engaged and on the page. This includes the time your audience spends engaging in the comments section of an article. Based on Viafoura’s own research, harnessing the value of commenting can go a long way when it comes to capturing audience attention time. Recent data shows that 68 per cent of audiences spend more than 15 per cent of their time reading the comments on a story — and such a statistic demonstrates the power of getting and keeping an audience’s attention.

Cutting-edge digital publishers are keeping users engaged and on their pages longer with compelling content, active online communities, and a variety of social tools. And Viafoura Audience Insights dashboard helps publishers track the conversations that matter, filtered by user, article or section — which helps stretched-thin publishers uncover actionable insights and inform content decision that can drive engagement.

Publishers can get a deeper understanding of the quality of traffic coming from their social networks, what content is generating high engagement, as well as a breakdown of attention time by network, article, or viewing device. Get a peek at the proportion of your audience that spends its time on a particular article across the article’s lifespan, comment velocity, the quality of the conversations and the number of shares per article in a single view.

A robust set of tools help publishers facilitate engagement and provide them with real-time analytics — the dashboard provides an at-a-glance view to help them engage, discover, and grow their audience. Some of the engagement tools used to measure such attention time and engagement metrics include:

Attention Time Tools

  • Real-time Commenting: Promote positive interactions amongst online community members to encourage more conversations and engagement in the comments section of a story. And Viafoura’s Smart automated algorithmic Moderation (SaaM) helps increase civility during the course of those conversations, and lowers moderation costs with 24/7 automated algorithms.
  • Article Sharing: Boost engagement with content through increased social sharing activity to capture deep insights on every interaction. Then editors can use that data to better inform content decisions.
  • Content Discovery: Encourage recirculation, i.e. helping users discover content that’s engaging and relevant to their interests. This contributes to an increase in overall attention time on-site as users read multiple pieces of content in a session.

These are a few examples of tools that can empower editors to discover the impact of audience engagement on the metrics that matter, such as attention time.

How You Implement Attention Time KPIs

Now that you have a better grasp of attention time, how can you integrate it? Here’s how you can evolve your current KPIs:

Evolving your KPIs

  1. Reset or identify your goals: Define engagement goals with your teams and track attention time as a KPI.
  2. Assess your analytics toolbox: Review your current measurements tools. Do they track real-time attention metrics and KPIs?
  3. Filter efforts through an ROE lens: Review your content, your tools, and channels with an eye toward how it contributes to return on engagement (ROE).
  4. Spread the word: Become an evangelist for attention metrics within your organization and in the industry as a whole. We’re building a new analytics ecosystem, and that doesn’t happen overnight.

Are you ready to shift your focus to engagement versus traffic?

Connect with an Audience Development Strategist today and see how over 600 media brands are engaging, discovering, and growing their audience.

Infographic: How to Win at Engaging Your Audience

Keep this infographic handy for tips on how to engage your audience like never before!

Learn why focusing on attention time and making the business case for engagement are key to engaging, discovering, and growing your audience.

Viafoura Attention Time infographic

How Your Audience Data Can Inform Your Content Decisions

We all know clickbait — “content whose main purpose is to encourage visitors to click on a link to a particular webpage” — doesn’t help in growing audiences.

When you see headlines such as “you won’t believe what this man did,” you’re more likely to click away than be tempted to find out more. What’s more, if you do end up clicking through and find that the content doesn’t deliver on the promise of the headline, you’re not going to revisit that site.

Additionally, a larger problem with clickbait is that it rapidly inflates audience sizes, contributing to an oversupply of ad impressions at a time when audience attention, and advertising budgets are both finite resources.

This scheme is about monetizing ads at low value and mass quantity — all at the expense of building a loyal, engaged audience.

There are however 4 key metrics can help publishers achieve the goal of audience building and also ensure audience engagement and loyalty, setting the table for higher CPMs organically. Increased loyalty and engagement help to develop trust with an audience, which paves the way for new revenue streams as well.

1: Attention Time

Attention time is slowly becoming the new currency of the web, and with good reason. This
metric takes into account how long users stay on a site rather than the pageviews they generate. This is often a much better indicator of their interest, engagement and likelihood of returning. Digital-only publications such as Medium and Upworthy have realized the importance of an audience that not only clicks through to a page, but actually takes time to read it. Advertisers are also beginning to see the importance of attention time. A study by Microsoft, Google, Yahoo and Chartbeat shows that when audiences engage with what they’re reading for even 20 seconds, they’re 20 to 30 per cent more likely to remember the ad alongside that content. There are different ways publishers can gain information on how their content is affecting audience attention. Viafoura offers a comprehensive Audience Insights platform that measure the attention generated by social shares as well as each story, author and device.

2: Pages Per Visitor

Another useful metric to measure your visitors’ engagement is the number of pages they view. You can get this number through Viafoura’s Audience Insights (or Google Analytics) and it tells you not only whether your audience is engaged, but also what content is engaging them. This lets you identify topics and trends that generate the most hits, and support your content decisions with solid data. This useful metric can also help you track the average number of ads viewed per visitor, giving you a better understanding of the value of an average reader.

3: Social Shares

As BuzzFeed’s Editor-in-Chief Ben Smith says, “You can trick someone to click, but you can’t trick someone to share.” Though social sharing is a great way to increase your reach in today’s saturated marketplace, most people only share stories they feel are informational or add value to their followers and friends. It stands to reason then, that creating content your audience finds useful is the best way to gain those shares. In order to do that, you need to understand what content consistently engages your audience — this is where analytics comes in. Viafoura’s Audience Insights gives you in-depth knowledge on exactly which stories are resonating in an area, at what times of day and on which devices. We also highlight which social channels are driving the most (and least) traffic in real-time, so you can maximize your reach by addressing opportunities. You can track social shares using websites such as Bit.ly or Owl.ly as well, which aggregate how many times a URL has been shared.

4: Comments Per Minute

At Viafoura, we’ve found that the engagement generated by a post is one of the best indicators of whether it will perform well. That’s why our Audience Insights analytics dashboard uniquely tracks the comments generated per minute on each story. This gives you an early analysis of what type of content is doing well, so you can inform your strategy on an ongoing basis. This powerful metric also quantitatively tells you how engaged your readers are, which is even more telling than how long they spend on your site. With this metric you can immediately see the effect of editorial decisions on your audience development and take action to grow your community.

These are just a few of the metrics that can help you make sense of your data and what it means for your audience development.

Connect with an Audience Development Strategist today and see how 600+ media brands are engaging, discovering, and growing their audiences.